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April 2012

Methodology
Research firm StrategyOne conducted surveys of 5,000 adults, 1,000 per country, in the US, UK, Germany, France and Japan. The research was designed to identify attitudes and beliefs about creativity and provide insights into the role of creativity in business, education and society.

Interviewing took place from March 30 April 9, 2012. The margin of sampling error at the 95% confidence level is as follows:
Global (n=5,000): MOE = +/- 1.4%

US (n=1,000): MOE = +/- 3.1%


UK (n=1,000): MOE = +/- 3.1% Germany (n=1,000): MOE = +/- 3.1% France (n=1,000): MOE = +/- 3.1% Japan (n=1,000): MOE = +/- 3.1%

The data set for each country is nationally representative of the population of that country.

April 2012

Part 1

The Creativity Gap

April 2012

Summary: The Creativity Gap


Unlocking creative potential is seen as key to economic and societal growth Only 1 in 4 people feel that they are living up to their creative potential

But globally less than half describe themselves as creative

Workplace Creativity Gap: There is increasing pressure to be productive rather than creative at work

People spend only 25% of their time at work creating

Globally, Japan is regarded the most creative country, except by the Japanese

Universal concern that educational system is stifling creativity

Americans express strongest concern that theyre NOT living up to their creative potential

Americans believe the US is the most creative

April 2012

Creativity is key to driving economic growth

100%

80%

80%

85% 78%

83% 77% 76%

60%

40%

20%

0%

Unlocking creative potential is key to economic growth

TOTAL

US

UK

GERMANY

FRANCE

JAPAN
April 2012 5

Q. Please indicate to what extent you agree or disagree with the following statements.

Nearly two-thirds feel that being creative is valuable to society (US: Highest 76%)
100%

14% 24%
80%

36%

31%

24%

17%

39%
60%

43% 40% 36% 40% 32% 42%

Extremely

Very
Somewhat Not at All Not Sure 30% 8%

40%

20%

26% 18% 4% 6%
TOTAL

25% 2% 6%
UK

25% 4% 5%
GERMANY

0%

2% 4%
US

8%
FRANCE

2% 9%
JAPAN

Q. How valuable is being creative to society?


April 2012

The Creativity Gap: Only 1 in 4 people feel that they are living up to their creative potential
100%

85% 83% 84%


80%

76% 61% 65%

60%

40%

39%

35%

25%
20%

15% 16% 17%

0%

YES

NO/NOT SURE

TOTAL

US

UK

GERMANY

FRANCE

JAPAN
7

Q. Do you feel that you are living up to your potential to create?


April 2012

In the US, more than 50% of people describe themselves as creative (39% globally)
100%

80%

60%

52%
45% 43% 36% 39%

40%

20%

19%

0%

TOTAL

US

UK

GERMANY

FRANCE

JAPAN

Q. Which of the following words best describe you? Please select all that apply. [multiple response]
April 2012

Definitions of Creative (Unaided)


Being creative is being able to see something unique in the world and finding a way to express that in a variety of ways. To make something that did not exist before one creates it is being creative. To take something that exists and use it to make something else is being creative. To solve a problem by means of unconventional thinking is being creative. US

Being able to express myself through a number of means, whether writing, cookery, political debate or others.
To put my thoughts, ideas, identity, passions out there as an individual . It is not just a designer or an inventor. When I make a cake and ice it I am being creative. When I write a letter I am creative. If I draw a picture or play games I am creative. UK Spontaneity is very important for creativity. Whoever wants to be creative must be able to react quickly, be guided by his feelings and deal with new situations and solve them individually. Creativity means to be very resourceful, think in different dimensions... To solve problems through clever ideas, not always adapt and bend. Germany Being creative means having the imagination and above all the need to create. It may be an object or simply a concept, a new idea. Finding solutions to all kinds of problems; having original ideas to transform situations France To do anything with that "always seek to be better [mindset]... I think that it is not only creative artists and designers Japan

Q. What does it mean to you to be creative? [open end]


April 2012

Globally, 3 in 5 say being creative is important to them (US: 3 in 4 state it is important)


100%

21%
80%

32%

23%

21%

15%

16%

37%
60%

35%
Extremely Very Somewhat Not at All Not Sure

37% 42%

34%

38%

40%

30%
20%

31% 20%

27%

37%

36%

0%

8% 4%
TOTAL

5% 2%
US

10% 2%
UK

12% 3%
GERMANY

8% 4%
FRANCE

5% 8%
JAPAN

Q. How important is it for you to be creative in your life?


April 2012

10

Role Being Creative Plays


It is when there are problems in life that are blocking me from doing certain things, and I have to find a creative way to overcome these obstacles. US Very important - artistic creativity makes me feel good even if it does not come out how I wanted the act of creativity is almost necessary to my wellbeing. UK As an entrepreneur, I prefer my actions to follow certain plans. Yet creativity for me is useful, for example in advertising, dealing with new situations or to remain constant during the experiment, one step ahead of the competition. Germany Being creative can help to break free of the constraints that surround us, to free the mind, while taking into consideration that surrounds us. France I think that it gives color to life. I think by living with creativity, we are able to lead a rich life in many ways. Japan

Q. What role does being creative play in your life? [open end]
April 2012

11

6 in 10 adults consider themselves to be someone who creates (US: 7 in 10)


100%

80%

71%

60%

59%

63% 64% 56% 44%

40%

29% 22%
20%

18%

21% 21%

23% 18% 17%

27%

21%
15%

11%

0%

YES

NO

NOT SURE

TOTAL

US

UK

GERMANY

FRANCE

JAPAN
12

Q. Do you consider yourself to be someone who creates?


April 2012

There is increasing pressure to be productive rather than creative at work (US: Most people state were not achieving potential)
Agree
There is increasing pressure to be productive rather than creative at work As a country we are not living up to our creative potential
75% 73% 58% 73% 64% 75% 74% 72% 80% 80% 85%

82%

TOTAL US UK GERMANY FRANCE JAPAN

Risk aversion in business stifles creativity


57%

66% 69% 69% 69% 68%

63%

There is increasing competition to have what you create noticed.


0% 20% 40%

58% 59% 58%

67%

72%

Continued 80% 100%

60%

Q. Please indicate to what extent you agree or disagree with the following statements.
April 2012

13

At least half agree that they are increasingly being expected to think creatively at work
Agree
People are increasingly being expected to think creatively at work There is a decline in original creation Children are becoming more creative as they spend more time online creating what they imagine Being creative is still reserved for the arts community Being creative is reserved for an elite community
0%
55% 50% 51% 51% 52% 55% 54% 62% 61%

41%

49%

TOTAL US UK GERMANY FRANCE JAPAN


78%

59%

39% 31% 33% 37% 28% 21% 27% 38% 35% 45%

51%

20% 18%

29% 28% 25%

52%

20%

40%

60%

80%

100%

Q. Please indicate to what extent you agree or disagree with the following statements.
April 2012

14

More than half feel that creativity is being stifled by their educational system (US takes creativity for granted)
Agree
61%

Creating online is part of our culture

72% 59% 67% 45% 60% 59% 62% 61% 59% 62% 51% 52%

Our creativity is being stifled by our educational system

TOTAL
US UK GERMANY
70%

As a culture, we take creativity for granted

61% 48% 38% 44% 31% 29% 34% 33% 34% 27%

FRANCE JAPAN

People over the age of 35 are more creative than younger generations
0% 20%

Continued 60% 80% 100%

40%

Q. Please indicate to what extent you agree or disagree with the following statements.
April 2012

15

Respondents spend only one-third of their time being creative


100%

80%

60%

42%
40%

33%

32%

36% 29% 27%

20%

0%

TOTAL

US

UK

GERMANY

FRANCE

JAPAN

Q. In the past 12 months, what percent of your time do you feel that you have been creative? [open end numeric]

April 2012

16

Respondents spend less time creating at work than they do outside of work
100%

80%

60%

40%

40% 30%

25%
20%

28% 23%

31%

25%

29% 31% 28% 28%

21%

0%

Average Time Spent Creating at Work TOTAL US UK GERMANY

Average Time Spent Creating Outside of Work FRANCE JAPAN


April 2012 17

Q. In the past 12 months, what percent of your time do you feel that you created at work? [open end numeric] Q. In the past 12 months, what percent of your time do you feel that you created outside of work? [open end numeric]

Globally, Japan is seen as the most creative country, followed by the US


Globally, 36% say that JAPAN is the most creative country

9%: UK 11%: France

6%: Other

36%: Japan

12%: Germany 26%: US

Q33. Which one of the following countries do you feel is most creative?
April 2012

18

Japan is seen as the most creative country, except within the US and Japan
UK 1% Germany 5%

Most Creative Country, within US


Other France 8% 5%

UK 5%

Most Creative Country, within France


Other 5% Japan 37%

Most Creative Country, within UK


Other 6% Japan 40%

Japan 34%

France 25%

UK 35%

US 47% Germany 8% US 20%

Germany US 6% 10%

Most Creative Country, within Germany


UK 3% France 7% Other 8%

UK 3%

Most Creative Country, within Japan


Other 4%

France 3%

Japan 40% Germany 27% US 15%

France 16%
Germany 12%

Japan 26%

US 39%

Q. Which one of the following countries do you feel is most creative?


April 2012

19

Globally, Tokyo is seen as the most creative city, followed by New York
Globally, 30% say that TOKYO is the most creative city

Other SF 7% 6% LA 6% Berlin 7% London 8% New York 21% Paris 15% Tokyo 30%

Q. Which one of the following cities do you feel is most creative?

April 2012

20

Tokyo is seen as the most creative city, except by Japanese and Americans
Most Creative City, within US
Other 10% SF 11% Tokyo 28%

Most Creative City, within France


SF 5% LA 5% Berlin 7% London 7% Other 5% Tokyo 31%

Most Creative City, within UK


Berlin 4% LA 4% Other SF 5% 7% Tokyo 34%

LA 9%
Berlin 2% London 2% New York 27%

Paris 11%

Paris 24%

New York 15%

London 25% Paris 11%

New York 10%

Most Creative City, within Germany


SF 5% Other 8%

Most Creative City, within Japan


SF 2% London 3% Other LA 6% 4% Berlin 5% Tokyo 23%

LA 6% Berlin 16%

Tokyo 32%

Paris 12% London 5%

New York 16%

Paris 19%

New York 38%

Q. Which one of the following cities do you feel is most creative?

April 2012

21

Summary: Creativity Drivers & Barriers

People need more time, training and an environment where they can think creatively

40% of people state that it is essential to have tools to create (more than 50% in US)

Creativity defines a person and enables them to make a difference in their lives and the lives of others; creativity is something that they share

Time and money are seen as the biggest challenges to being able to create

A majority of people prefer to create by themselves

Technology helps people overcome their own creative limitations and inspires them

April 2012

22

Creativity springs from ones imagination; it begins with expressing ones ideas
Agree
Imagination is the ground from which creativity springs Creativity is everywhere in our lives, but many do not see it Creativity begins with expressing my ideas
77% 87% 86% 86% 78% 84% 86% 83% 86% 82% 85% 82% 82% 82% 92% 92%

90%

TOTAL US UK Germany France Japan

73%

Creativity brings my imagination to life We all have the potential to create

80% 77% 80% 74% 80% 76% 74% 83% 80% 82%

87%

88%

Continued

0%

20%

40%

60%

80%

100%

Q. Please indicate to what extent you agree or disagree with the following statements.
April 2012

23

People feel that there is a need to create new things & bring innovation to life; the ability to create is limitless
Agree
The ability to create is limitless and has no boundaries There is a need to create new things and bring innovative ideas to life I get a sense of pride when I share what I create
53%

80%
80% 77% 79% 77% 80%

88%

85% 79% 78% 82% 75% 73% 70% 73% 81% 88%

TOTAL US UK

Germany
France Japan

I try to stay up-to-date with tools I use to create


33%

50% 40% 57% 55%

63%

Life experience dulls creative impulses


0% 20%

34% 35%

29%
29%

44%

35%

40%

60%

80%

100%

Continued
Q. Please indicate to what extent you agree or disagree with the following statements.
April 2012 24

Time and money are the biggest challenges to being able to create
100%

80%

60%
52% 47%

52% 52%

54% 46% 43% 42% 38% 34% 33% 31% 26%27% 32% 29% 20% 29% 24% 24% 25% 22% 21% 19% 19% 16% 14% 18% 18% 16% 13% 12% 30%

46%

40%

23%

20%

13%

0%

Not Enough Time

Money

Self-doubt

Other Personal Obligations

Other Work Obligations

Your Age

TOTAL

US

UK

Germany

France

Japan
April 2012 25

Q. Which of the following are your biggest challenges to being able to create? Please select all that apply. [multiple response]

Other barriers to creating do not rise to the level of time and money
100%

80%

60%

40%

21%

23% 15% 11% 4% 14% 15% 15% 14% 14% 14% 15% 12% 16% 13% 11% 12% 11% 12% 13% 8% 17% 14% 12% 12% 11% 10%

20%

15%

7%

8%

0%

Tools not accessible

Fear of being judged

Finding others to support you

I don't take chances

Information overload

TOTAL

US

UK

Germany

France

Japan
April 2012 26

Q. Which of the following are your biggest challenges to being able to create? Please select all that apply. [multiple response]

Geography and distance are cited by the fewest as barriers to create


100%

80%

60%

40%

20%
11%11%11%11%11%10% 8% 9% 9% 9% 8% 5% 11% 8% 7% 6% 6% 8% 6% 6% 6% 3% 3% 10% 6% 7% 7% 5% 5% 4%

4% 5% 4% 5% 4% 3%

0%

People judge you subjectively

Technology

Tools too difficult

Distance

Geography

Other

TOTAL

US

UK

Germany

France

Japan
April 2012 27

Q. Which of the following are your biggest challenges to being able to create? Please select all that apply. [multiple response]

Challenges to Creating (Unaided)


So many ideas have already been used, and in variation. When I think of a creative idea that I believe is new and original, it's likely that it has already been done. I think the internet can often stray us away from our own creativity. US

The less time the less is the creative head. Time constraints and pressure to kill creativity in the long run. Artists can only make art because they carry no other job and have this time. Creativity is born out of boredom and fun at the experiment. Germany

The means are a hindrance to creativity: working time, financial resources, reduces the time that we have to question. France Income has decreased by a recession, and now the mental margin is missing, It is too difficult to feed the excellent talent. Japan

Q. What challenges inhibit or hamper your ability to create? [open end]


April 2012

28

People want more time, training and an environment where they can think creatively

Time to think creatively

42% 32% 36% 39% 33% 31%

36%

Training to learn and use creative tools

23% 25%

33%

38%

TOTAL US UK Germany France Japan

36%

An environment where you can think creatively

25% 28% 27%

30% 32%

36%

27%

Tools to create

23% 19%

35% 34%

25%

0%

20%

40%

60%

80%

100%

Q. Which of the following do you wish you had/had more of or could do/could do more of to be creative? Please select all that apply. [multiple response]

April 2012

29

The increasing number of tools available to create with is seen as increasing creativity the most

The increasing number of tools available to create with The increasing amount of information and data on the internet Increasing consumergenerated content, such as pictures and videos Increasing ability to share through social media The increasing amount of time that is spent online rather than off-line Decreasing amount of leisure time
0%
25% 16% 12% 14% 15% 13% 24% 29% 28% 29% 37% 44%

65% 52% 58% 51% 58% 53% 50% 42% 51% 47% 51% 59% 65% 67%

76%

70%

TOTAL
60%

US UK Germany France Japan

45% 37% 39% 48% 43%

9% 9%

20%

40%

60%

80%

100%

Q. Do each of the following increase, decrease or have no impact at all on creativity?


April 2012

30

The decreasing amount of leisure time is seen as the factor that decreases creativity the most

Decreasing amount of leisure time The increasing amount of time that is spent online rather than off-line The increasing amount of information and data on the internet Increasing ability to share through social media Increasing consumergenerated content, such as pictures and videos The increasing number of tools available to create with
0%
8% 9% 13% 22% 15% 18% 17% 26% 25% 27% 15% 23% 19% 24% 21% 17% 17% 22% 21% 25% 31% 37% 42% 42% 34% 46% 47% 50% 56%

60%

66% 65% 68% 66% 69%

TOTAL US UK Germany France Japan

10%

20%

40%

60%

80%

100%

Q. Do each of the following increase, decrease or have no impact at all on creativity?


April 2012

31

4 in 10 agree that they do not have the tools or access to tools to create
Agree
I do not have the tools to create I do not have access to creative tools Creative tools are too complex for the average person to use
Social media behaviors such as 'likes,' re-tweets and Facebook posts may be hindering my ability to create
25% 34% 42% 38% 42% 44% 36% 37% 38% 37% 37% 33% 32% 30% 34% 32% 30% 31% 51%

Total US UK Germany
44%

29%

France Japan

25%

32%

43%

Creative tools are made for artists and designers


0% 20%

30% 28% 30% 27% 29%

37%

40%

60%

80%

100%

Q. Please indicate to what extent you agree or disagree with the following statements.
April 2012

32

7 in 10 prefer to work by themselves when being creative


100%

80%

73% 68% 67% 62% 63%

76%

60%

40%

32% 33% 27%

38% 37%
24%

20%

0%

BY MYSELF

WITH OTHERS

TOTAL

US

UK

Germany

France

Japan
April 2012 33

Q. Do you prefer to collaborate with others or work by yourself when being creative?

Creativity defines a person and enables them to make a difference in their lives & the lives of others; creativity is something that they share (Americans more than most)
Agree
Being able to create enables me to make a difference in my life
77% 78% 76% 78% 84%

68%

69%

I like to share what I create with others


48%

69% 66%

76%

84%

TOTAL US UK Germany

Being able to create enables me to make a difference in the lives of others

62%

59% 52% 56%

65%

76%

France Japan

61%

The ability to create defines who I am as a person


41%

58%

69% 71% 69%

0%

20%

40%

60%

80%

100%

Q. Please indicate to what extent you agree or disagree with the following statements.
April 2012

34

Technology helps people overcome their own creative limitations and inspires them to create
Agree
Technology helps me overcome my own creative limitations
58% 60% 54% 57% 55%

62%
56%

Creativity gives me a sense of belonging


38%

73% 68% 54% 47%

TOTAL
US UK Germany

55%

I use technology to inspire my ability to create

62% 55% 52% 55% 50% 53% 63% 53% 61% 48% 41%

France Japan

People come to me for information or my opinion about what they are trying to create
0% 20% 40%

60%

80%

100%

Q. Please indicate to what extent you agree or disagree with the following statements.
April 2012

35

Social media plays a minor role, if any, in motivating people to create


100%

80% 65% 60% 46% 47% 55%

62%

43% 43%
40% 34%

44% 32%

44%

21% 20% 13% 11% 11% 12% 6% 0% 14%

A GREAT DEAL

SOMEWHAT

NOT AT ALL

TOTAL

US

UK

Germany

France

Japan
April 2012 36

Q. How much does social media motivate you to create?

April 2012